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Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
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Orientador(es)
Resumo(s)
Focusing the study's on the implementation of digital marketing strategies by Small and
Medium-sized Enterprises (SMEs) in the catering sector in Portugal during the pandemic period
COVID 19, the present investigation aims to understand the impact of this pandemic in the
implementation of digital marketing strategies of SMEs, to investigate the depth of implementation
of these strategies according to the digital marketing decalogue, and to propose a performance
matrix for these SMEs that intend to start efforts in this direction. For this purpose, a qualitative
study was carried out, using semi-structured interviews, in a sample collected under the snowball
technique, composed of 9 SMEs. It was possible to notice that the current pandemic crisis implied
changes in how digital marketing strategies are perceived and applied. It was also found that more
than strategies, these SMEs adopted isolated initiatives that combine digital marketing strategies
and traditional marketing, and it was also possible to proceed with a set of measures to be
implemented by these SMEs that intend to start efforts in this direction.
Descrição
Palavras-chave
Digital Marketing Catering SMEs COVID 19 Strategy
Contexto Educativo
Citação
Oliveira, M.; Santos, T.; Sousa, M.; Lopes, J. (2021). Covid19 impacts on digital marketing strategies: the case of catering SMEs in Portugal. Academy of Entrepreneurship Journal, Volume 27, Special Issue 5
Editora
Allied Business Academies